How to make restaurant social media marketing work for you

Have you ever seen an Instagram photo of a dish so mouthwateringly beautiful you couldn’t help but double-tap the screen? When the map linked in the restaurant’s bio pulls up an address just a few blocks away, you’ll probably pocket your phone and hit the pavement on a quest for your own cone of those truffle fries the photo made so tantalizing.

If you’ve ever tried out a new spot thanks to a drool-worthy post, you’ve experienced the power of restaurant social media marketing.

Do you own or manage an eatery? Then tap into this power. Your future customers are out there, hungry and scrolling, and many marketing tactics for restaurants on social media are free to implement. New leads that don’t cost a thing? That’s what we call delicious.

With a little planning and some good content, you can take your restaurant’s social media strategy to the next level. Get ready to see some new faces at your tables.

Why use social media?

The audience you can tap into here should be reason enough to get active on these platforms. People browse socials to see what friends (and influencers) are up to. They’re always ready to discover a trendy new spot for brunch or date nights.

But there are a few more reasons these platforms facilitate food marketing:

• They make food look good: Plating is its own art form. This is the perfect place to showcase your artistry and get poetic with descriptions. ç
• Word-of-mouth marketing: Fans of your food can comment on your pictures and posts, letting anyone who hasn’t tried your food know how amazing it is.
• Social media content is shareable: Users can easily share photos of your food, the restaurant location, or posts about promotions with their friends and family, expanding your clientele.
• Social media gives you credibility: If you’ve ever tried to find a business on Google but couldn’t, you might be left wondering if it even exists. These days, the same is true for social media. Having an account lets users know your establishment is real.

Social networks for restaurants

All social media networks have value for virtually any kind of business, including restaurants. Your presence on one app can drive viewers to your account on another – even a simple tweet could catch the attention of a potential customer. But since people love to see food on social media, image- and video-driven apps are restaurants’ most powerful marketing tools.

1. Instagram

Instagram is the go-to platform for social media users who want to consume images. Present your best food content here, and use the space in your bio to include your address, contact info, and a link to outside content. With a Linktree URL, you can link to other social media platforms or websites, including your menu.

2. Facebook

Facebook pages have all but replaced phone books. The platform makes it easy for users to find your contact information, address, and service hours – and check out photos and videos of your top dishes.

3. TikTok

If you’ve ever seen food advertised on TV, you know action makes it look more appetizing. Post TikToks of chefs cooking up your most-loved plates and guests enjoying your food.

Social media marketing for restaurants: Best practices

Marketing on these platforms can be intimidating, even for avid social media users. But it’s better to jump in than get left behind. Remember what we said about Facebook and phone books? Businesses with social media accounts are seen as credible, and social media doubles as a free or low-cost marketing tool. So put your social media channels to work with these best practices:

1. Start with a digital marketing plan

Curate your social media accounts with as much care as you’d put into assembling a charcuterie board. People come to social media for photos and videos, so plan each piece of content to complement what’s already on your page. If you’re just getting started, plan out your first few social media posts to get an idea of what they’ll look like next to one another. Also, think about content pillars for your restaurant, three to five categories of posts that will carry the rest of your page. Do it all with the restaurant brand in mind, using your logo, color scheme and fonts wherever possible.

2. Complete your social media profiles

Social media helps legitimize your business, especially when you fill in all the requested info. Add your location, phone number and hours to the restaurant’s business page, and include a link in your bio to the menu, restaurant website, or both. If you want to use multiple links, get a Linktree URL.

3. Engage with your audience

Your customers keep you in business, so show them they’re appreciated by answering questions, responding to praise and quickly (and gracefully) addressing concerns or negative feedback.

4. Use calls-to-action (CTAs)

Don’t just interact. Call your followers to action – and reward them for it! Run gift-card giveaways for customers who invite friends to follow your social media accounts. Or ask viewers to rate their experience with the restaurant in exchange for a special perk the next time they dine with you.

What to post on your socials

When it comes to food service social media, visual content always wins. But what kinds of pictures and videos should you post (aside from the obvious hunger-inducing plates of food)? Brighten up your feed with these content ideas:

• Diners enjoying their experience: Your food is the main draw, but pics highlighting a great dining experience and ambiance will also attract new customers.
• Your restaurant’s most Instagrammable spots: There’s nothing wrong with “doing it for the ‘gram.” Bring in influencers who’ll appreciate (and post) the mirrored bar area, lush floral garden, or other photogenic spots. Then repost their content. You could even start your own hashtag to keep the conversation going.
• Promos: Dedicate a whole post and image to a seasonal promotion or discount, like a percentage off those trending pumpkin-spice lattes or holiday catering packages.
• Your staff: Let your viewers learn about the people at the heart of your business. Perform quick interviews with your chef, bartender, baristas, and waitstaff. Post Instagram stories about them, and save the stories as a highlight so people can watch them back after the initial stories expire.
• Special tasting menus or takeovers: Offer a special tasting menu a couple times a month or invite a chef to take over your kitchen for the night. Make a post to get followers excited about the experience.